Peloton Just Announced New Partnerships and One Acquisition.
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Peloton announced a slew of new devices and added AI-powered fitness coaching, aiming to usher in a “new era of integrative wellness.” The updated bikes and treads will likely be the headline news of the day, but I was intrigued by something else: the brand’s new partnerships and acquisitions, which also align with its “integrative wellness” goal.
The company deepened its partnership with Hyrox, partnered with two new companies, and acquired Breathwrk, while deepening the existing “human interaction” elements of its robust platform.
Peloton acquires Breathwrk
Yesterday, I attended a press conference announcing all the major Peloton news. It all seemed logical. New devices, improved software, and updated courses seemed like logical steps for a leading home fitness company that’s been around for over a decade. But then one of the presenters mentioned that Peloton “acquired Breathwrk .” It turns out that’s exactly what it is: it’s an app that guides users through breathing exercises—like Calming Breathing, Breathing for Sleep, and Breathing for Energy—designed to “unleash your maximum mental and physical potential.”
Earlier this year, Peloton executives hinted at a price hike for memberships and mentioned a plan to expand their “fitness and wellness” offerings. In response, I noticed a much more general “wellness” focus in the app. In addition to the cardio and strength training for which Peloton is renowned, I found information on meditation , ” mindful bikes, ” and nutrition . It’s long been clear that the company’s aspirations extend beyond fitness dominance; they want to delve deeper into mental health, nutrition, and everything else that contributes to a balanced and healthy lifestyle.
According to Peloton, All Access and App+ members can now access the Breathwrk app using their Peloton credentials. Further integrations are expected “soon.”
Peloton’s New Partnerships
Peloton also announced a partnership with the Hospital for Special Surgery and Respin Health. HSS is a leader in orthopedics and rheumatology. Together, they will “develop programs focused on the prevention and recovery of musculoskeletal injuries.” This is expected to begin rolling out in the next few weeks. This is further news that makes sense. Announcing the addition of an AI coach to personalize workout plans for each member, Peloton representatives noted that the program will use users’ goals and existing workout data to determine what they should do next week, including rest time. As Peloton expands its wellness initiatives, it doesn’t overlook the role of rest in overall health. I’m interested to see how the HHS program plays out in practice.
Respin is a platform launched by Halle Berry for those going through the transition from perimenopause to postmenopause. The two brands will collaborate to create an eight-week Peloton program designed to alleviate symptoms and promote various benefits for participants going through this life transition. These programs will launch in the next few weeks.
Finally, Peloton is doubling down on its partnership with Hyrox . It’s not a new partnership, but it appears to have been fruitful enough to justify the additional resources. If you’re unfamiliar, Hyrox is a relatively new sport that involves running and competing in exercises like sled pulls, sled pushes, and more. You’ll row, do burpees, and perform farmer’s holds—all designed to showcase your versatility as an athlete. Peloton has been offering a dedicated Hyrox workout program for several months now, but plans to expand it with new signature courses to prepare for various race stages.
Improvements in “human connections”
Peloton is also expanding its user experience through existing offerings focused on human connection. This primarily involves the addition of Peloton clubs and official Peloton teams.
Club Peloton is a rewards program that assigns users a rank based on how regularly they exercise and whether they try new types of exercise. If you check the Peloton app right now, you might already have a rank, such as “Bronze,” “Silver,” “Gold,” or “Legendary.” The idea is that your rank will eventually earn you rewards, such as discounts on products or early access to classes. You’ll also receive a profile badge that will be visible to other users when you appear on the class leaderboard.
Official Peloton Teams is an expansion of the popular Peloton Teams feature, which I’m already a huge fan of . In Teams, you pair up with friends and compete with or against them to reach specific goals, like the number of workouts you complete per week. You can also join teams based on criteria like life stage (e.g., new mom) or region (e.g., city). Official Peloton Teams are the latest trend, led by renowned Peloton instructors. You can join programs like Move for Life, Cross Training, Hyrox Training, and Menopause Health.